CRM software consolidates customer information and documents into a single CRM database so business users can more easily access and manage it. The other main functions of this software include recording various customer interactions (over email, phone calls, social media or other channels, depending on system capabilities), automating various workflow processes such as tasks, calendars and alerts, and giving managers the ability to track performance and productivity based on information logged within the system.
CRM tools with marketing automation capabilities can automate repetitive tasks to enhance marketing efforts to customers at different points in the life cycle. For example, as sales prospects come into the system, the system might automatically send the marketing materials, typically via email or social media, with the goal of turning a sales lead into a full-fledged customer.
